3. 3
When a man acts, he evolves. And the further he advances the more he succeeds.
The story of Artistry Men is a story of advancing men. By knowing men and giving them exactly what they need to accomplish their goals.
Today’s man understands the importance of good skin and putting his best face forward. He deserves and demands high caliber products.
He is interested in grooming for himself. He is looking for an advantage in a competitive world.
The power of our insights, research and technology has helped us create a skin care line that is really for him. That helps him get where
he wants to go.
As a brand with an ethos based on incisive consumer insights and strong pillars to act from and believe in, Artistry Men is a powerful sibling
to Artistry women. It is proud to share competencies, yet it establishes its own distinct and fully developed identity.
Calibrated for a modern man’s lifestyle, focused for maximum performance, Artistry Men products are formulated to leave men’s skin
healthy and looking its best. It creates skin he can win with. So he can face the world head on.
4. 4
Face forward is how he lives. In thought, word and deed.
Our man is one to beat. He is charismatic, engaging and a magnet for others.
Therefore, our voice is confident yet engaging. It is not about bragging or swagger, but about
smartly connecting and insightfully empowering others.
We speak clearly and decisively in a way that men can be motivated by. We are direct,
yet resonant and dynamic. Wordplay is not our style.
A few strong, well-chosen words that men can relate to make our point better than a long-winded
speech ever could.
2 . ton e & v o i c e
7. 7
Purpose is power.
The PILLAR packaging is streamlined, vertical and purposeful. Each package is a pillar of strength
that suggests the potency and efficacy of the formula inside.
They have an iconic monumentality that recalls some of man’s great creations, from Stonehenge
to urban skyscrapers.
The signature color, AVANT GREY is classic, modern, active and stylish. It is natural in origin, yet
also has an architectural feel. It is the shade of the most well-tailored suit. The tone of smooth
river rocks. It is now and forever, and can symbolize ARTISTRY Men for all time.
The secondary packaging is a fitting complement to the PILLAR design. The AVANT GREY
color carries an air of authority and prestige, and the debossed ascending line conveys a sense
of dynamism while linking the brand to the Artistry women’s brand.
ARTISTRY MEN PRODUCT LINE
GENTLE FACE WASH
SMOOTH SHAVE FOAM
BALANCING HYDRATOR
ENVIVING EMULSION
CHARGING ELEMENT
9. 9
Gentle Face Wash
‘Gentle’ provides reassurance that the formula
will not strip skin of moisture, a key concern
for the target.
Smooth Shave Foam
‘Smooth’ alludes to the end benefit of
the product...skin feels smooth because
it is cleanly shaven and because it is
well moisturized.
Balancing Hydrator
‘Balancing’ promises that skin will attain
proper levels of moisture, it will not be left
feeling greasy.
Enviving Emulsion
‘Enviving’ suggests that the product action
will leave skin looking and feeling refreshed
and revived.
Charging Element
‘Charging’ suggests that the product will give
skin an infusion of youthful energy.
DERMASYNC™
Complex
The exclusive complex found in every
formula –“DERMA” represents skin and
“SYNC” represents synchronization.
Together they suggest that efficacy due to the
complex’s affinity for and synchronization with
the unique structure, function and needs of a
man’s skin – hydration & oil control.
The active nature of our naming convention echoes the brand promise.
10. 10
Magnetically attracted to a challenge. Drawn to the
daunting. He meets whatever IS ahead straight on.
Our communication program culminates in the FACE FORWARD campaign.
It is based on the insight that magnetism and confidence make one naturally gravitate
to the spotlight. They empower one to take the lead without hesitation and become a
paragon of admiration.
The visuals dramatize a man at the moment of arrival. He is face forward, and emerging
from dark to light. He radiates assurance and he is ready to seize the moment.
Every element – from the precise architectural background, to the dynamic product
depictions, to the modern reflective elements – has been artfully chosen to create a
distinctly masculine perspective.
5 . c r e at i v e c on c e pt
13. 13
LOGO:
PANTONE
Warm Gray 2C
This color should only be used when printed
with full pantone color or on packaging.
PANTONE
Warm Gray 11C
C:0 M:17 Y:34 K:62
“Avant Grey”
100% White
C:0 M:0 Y:0 K:0
TYPEFACE:
Lorem ipsum dolor sit amet. massa, hendrerit vitae
vestibulum quis, rhoncus vel leo.
Trade Gothic Light
Uppercase
Trade Gothic Light Oblique
Uppercase
Lorem ipsum dolor sit amet, consectetur adipiscing
elit. hendrerit vitae vestibulum quis.
Trade Gothic Light
Lowercase
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis nibh
leo, suscipit in dignissim vel, condimentum ut sapien.
DERMASYNC™
Complex
Derma in Trade Gothic Light; Sync in Trade Gothic Light Oblique; DERMASYNC™
should always have ™
ARTISTRY Men
When used in sentence, ARTISTRY should always be in all caps, Men in intial cap.
DERMASYNC complex
TREATMENT:
ARTISTRY MEN
TREATMENT:
COLOUR PALETTE:
PANTONE
Warm Gray 2C
PANTONE
Warm Gray 11C
C:0 M:17 Y:34 K:62
“Avant Grey”
100% White
C:0 M:0 Y:0
100% Black
C:0 M:0 Y:100
BRAND COLOUR
14. 14
7 . v i s u al e l e m e nts
THE MAN
A man at the moment of arrival. Completely face forward, emerging from dark to
light, radiating assurance and readiness to seize the moment.
THE BACKGROUND
An architectural background gives a strong sense of scale, space and dimension.
As thoughtful, precise and purposeful as the brand itself. A dynamic and
impactful way to create continuity between the man and the product.
THE PRODUCT
The product is shot with a sense of energy and monumentality to create a feeling
of dynamism and design.
The reflective surface it sits on adds a sense of perspective, depth and modernity.
Its liquidity mirrors the innovative and premium nature of the product.
16. 16
8 . L A Y O U T S
exclusively from
to find an amway distributor call xxx or visit amway.com
COPY OPTION A1SP
Meet the world head on with skincare made to excel.
forMulated for success
17. 17
Meet the world head on with skincare made to excel.
forMulated for success
exclusively from
to find an amway distributor call xxx or visit amway.com
COPY OPTION A1
18. 18
9 . P R I N T A D S P ECI F IC A T I O N S
LOGO LOCKUP
Sits 1/2” below top
margin and right margin
100% White
CALL TO ACTION
Sentence Case
Trade Gothic LT Std Light
10pt/11pt
Color: 100% White
PRODUCT VISUAL
Product visual should
always be used with the
beauty visual. It sits
between the logo &
copy block.
COPY
Headline:
All caps with action word(s)
emphasized in italic
Trade Gothic LT Std Light and Light
Italic. 27 pt
Body Copy:
Sentence Case.
Trade Gothic LT Std Light 11/12 pt
Color: 100% White.
exclusively from
to find an amway distributor call xxx or visit amway.com
COPY OPTION A1SP
Meet the world head on with skincare made to excel.
forMulated for success
19. 19
Meet the world head on with skincare made to excel.
forMulated for success
exclusively from
to find an amway distributor call xxx or visit amway.com
COPY OPTION A1
LOGO LOCKUP
Sits 1/2” below top margin
and right margin
100% White
CALL TO ACTION
Sentence Case
Trade Gothic LT Std Light
10pt/11pt
Color: 100% White
COPY
Headline:
All caps with action word(s)
emphasized in italic
Trade Gothic LT Std Light and
Light Italic. 27 pt
Body Copy:
Sentence Case.
Trade Gothic LT Std Light 11/12 pt
Color: 100% White.
PRODUCT VISUAL
Product visual should always
be used with the beauty visual.
It sits in the center of the right
hand page.
21. 21
BRAND COPY A
FORMULATED FOR SUCCESS
Meet the world head on with skincare made to excel.
BRAND COPY B
FORMULATED FOR SUCCESS
From a Brand designed to fit your life.
Featuring products formulated with skin-intuitive DERMASYNC™
Complex.
Discover complete, modern care that lets you win with skin.
These variants are not for literal translation.
Please hold on to the essence of the copyline when adapting it for your markets.
HEADLINE:
Body Copy:
HEADLINE:
Body Copy:
22. 22
1 1 . A S S E T S
AMe_Pho_BrandImage
AMe_Pho_Alex
Model Images
Essence Model shot Sunscreen Model shot
AMe_Pho_ AMe_Pho_
AMe_Pho_Richard
24. 24
Product SILHOUETTES
Usage: Catalog, Web,
brochures. Do not use in ads
with Model
AMe_Pho_111225_GFW_Duo2 AMe_Pho_111226_SSF_Box
AMe_Pho_111225_GFW_Box AMe_Pho_111225_GFW
AMe_Pho_111226_SSF
AMe_Pho_111225_GFW_Duo
AMe_Pho_111226_SSR_Duo AMe_Pho_111226_SSR_Duo2 AMe_Pho_111227_BH_Box
34. 34
8 . M A R K E T I N G E L EME N T S
When designing brand support materials, keep in mind distinct elements of
the brand. Architectural backgrounds, give a strong sense of scale, space
and dimension. Dynamic product depictions, modern streamlined,
distinctly masculine.
Crop images dramatically. Emulate the packaging by using square shapes,
matte varnishes, bold but clean design.
35. 35
(stock image)
OWUPTATE ET ADISITA AUTECTEM ET,
QUONHTUUY DRG
our voice is confident yet engaging. It is not about braLaborendia
sae. Cum eum accatio et faccusae. Nam nobis molore di dolup
tatecus sam, omnihicium estio to quias nelate to make our
point better than a long-winded speech ever could.
GENTLE FACE WASH
‘Gentle’ provides reassurance that the formula will not strip skin of moisture, a
key concern for the target.
SMOOTH SHAVE FOAM
‘Smooth’ alludes to the end benefit of the product...skin feels smooth
because it is cleanly shaven and well moisturized.
BALANCING HYDRATOR
‘Balancing’ promises that skin will attain proper levels of moisture,
without feeling greasy.
ENVIVING EMULSION
‘Enviving’ suggests that the product action will leave skin looking and
feeling refreshed and revived.
CHARGING ELEMENT
‘Charging’ suggests that the product will give skin an infusion of youth-
ful energy.
OWUPTATE ET ADISITA AUTECTEM ET,
QUONHTUUY DRG
our voice is confident yet engaging. It is not about braLaborendia
sae. Cum eum accatio et faccusae. Nam nobis molore di dolup
tatecus sam, omnihicium estio to quias nelate to make our
point better than a long-winded speech ever could.
GENTLE FACE WASH
‘Gentle’ provides reassurance that the formula w
key concern for the target.
SMOOTH SHAVE FOAM
‘Smooth’ alludes to the end benefit of the prod
because it is cleanly shaven and well moisturi
BALANCING HYDRATOR
‘Balancing’ promises that skin will attain prop
without feeling greasy.
ENVIVING EMULSION
‘Enviving’ suggests that the product action wil
feeling refreshed and revived.
CHARGING ELEMENT
‘Charging’ suggests that the product will give s
ful energy.
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PRODUCT BROCHURE/SAMPLER
(example only, file not on BrandNext)
